HTC is making a big move to propel itself back into the smartphone market by appointing founder Cher Wang as its chief executive officer.

Ex-CEO Peter Chou will move to HTC Future Development Lab focused on future products.

It's a smart move for Chou who has spent most of his tenure as the HTC CEO looking towards the future. In the past two years, the executive has been working almost exclusively on future products.

Like Us on Facebook

Wang will be capable of handling more of the day-to-day business of HTC rather than getting involved in future projects. Having a well-rounded leader capable of looking into HTC's failures might bring the company back into the prime of the smartphone market.

In 2011, HTC started shedding market share. The once strong 15 percent of the market fell to as low as one percent in recent times, while rivals Samsung and Apple continue to storm up the charts.

Part of the failure comes from HTC's poor marketing in almost all regions, including China and India where it has virtually no market share. It's also due to the lack of brand identity, possibly due to the removal of low-end devices from HTC's range.

The lack of vision from Peter Chou has lead to HTC building some of the best devices but not knowing how to market or price them efficiently. Wang should look towards bringing back the good times, boosting morale and creating new pushes in the market.

Chou is known as a demanding boss and his term as CEO didn't boost employee morale. Even though this might be a minor flaw in the bigger picture of HTC poor leadership, it should always be considered a major reason as to why the company doesn't meet expectations.

TagsHTC, Cher Wang, Peter Chou